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In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

Claude C. Hopkins

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Claude C. Hopkins
Age: 66 †
Born: 1866
Born: January 14
Died: 1932
Died: September 22
Advertising Person
Time
Advertising
Disaster
Guess
Days
Opinion
Wrong
Ventured
Right
Advertisers
Many
Opinions

More quotes by Claude C. Hopkins

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The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, hey there, Bill Jones to get the right persons attention.so it is in n advertisement
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No generality has any weight whatever. It is like saying how do you do? When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value
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Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.
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The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
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Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way
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One may gain attention by wearing a fools cap. But he would ruin his selling prospects
Claude C. Hopkins
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Don't, to gain general and useless attention, sacrifice the attention that you want
Claude C. Hopkins
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Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Claude C. Hopkins
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Genius is the art of taking pains
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The time has come when advertising has in some hands reached the status of a science.
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Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
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The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
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Platitudes and generalities roll off the human understanding like water from a duck.
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A man coined to superlative must expect that his every statement will be taken with some caution
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On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick
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The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action
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Advertising is prima facie evidence that the man who pays believes that advertising is good. It has brought great results to others, it must be good for him. So he takes it like some secret tonic which others have endorsed. If the business thrives, the tonic gets the credit. Otherwise, the failure is due to fate.
Claude C. Hopkins
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Curiosity is one of the strongest human incentives
Claude C. Hopkins
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If a claim is worth making, make it in the most impressive way.
Claude C. Hopkins
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Never be led in new paths by the blind
Claude C. Hopkins